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      스포츠산업,경영 : 프로스포츠제품 속성이 타이틀스폰서의 스폰서동일시에 미치는 영향 = The Effect of Attribute of Professional Sport Product on Sponsor Identification of Title Sponsor

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      https://www.riss.kr/link?id=A106550502

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      다국어 초록 (Multilingual Abstract)

      The purpose of this study was to investigate the effect of attribute of professional sport product on corporate image and purchase intention of title sponsor through the identification theory. The survey target is professional football, baseball, and basketball spectators. We have collected data using convenient sampling method, come up with a total of 6,009 valid samples and utilized SPSSWIN Ver. 10.0 and AMCS 4.0, and conducted structural equation model analysis. First, through exploratory factor analysis, confirmatory factor analysis, and Cronbach’s α, we have examined the validity and reliability. After we have evaluated the goodness of fit of the research models, we have verified model of sponsorship-identification. And that we have examine the research hypotheses. The results are as follows;
      First, team record has a significant, positive effect on team identification Second, a team fame has a significant negative effect on team identification Third, star player has a significant, positive effect on team identification. Forth, team attractiveness has a significant, positive effect on team identification Forth, team similarity has a significant, positive effect on team identification Sixth, team identification has a significant, positive effect on sponsor identification Seventh, sponsor identification has a significant, positive effect on corporate image. Eighth, corporate image has a significant positive effect on purchase intention.
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      The purpose of this study was to investigate the effect of attribute of professional sport product on corporate image and purchase intention of title sponsor through the identification theory. The survey target is professional football, baseball, and ...

      The purpose of this study was to investigate the effect of attribute of professional sport product on corporate image and purchase intention of title sponsor through the identification theory. The survey target is professional football, baseball, and basketball spectators. We have collected data using convenient sampling method, come up with a total of 6,009 valid samples and utilized SPSSWIN Ver. 10.0 and AMCS 4.0, and conducted structural equation model analysis. First, through exploratory factor analysis, confirmatory factor analysis, and Cronbach’s α, we have examined the validity and reliability. After we have evaluated the goodness of fit of the research models, we have verified model of sponsorship-identification. And that we have examine the research hypotheses. The results are as follows;
      First, team record has a significant, positive effect on team identification Second, a team fame has a significant negative effect on team identification Third, star player has a significant, positive effect on team identification. Forth, team attractiveness has a significant, positive effect on team identification Forth, team similarity has a significant, positive effect on team identification Sixth, team identification has a significant, positive effect on sponsor identification Seventh, sponsor identification has a significant, positive effect on corporate image. Eighth, corporate image has a significant positive effect on purchase intention.

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      참고문헌 (Reference)

      1 "플로우가 온라인게임의 애호도와 구전에 미치는 영향 브랜드매력성과 브랜드일체감의 매개적 영향 마케팅연구" 93-120, 2003

      2 "플로우가 온라인게임의 애호도와 구전에 미치는 영향 브랜드매력성과 브랜드일체감의 매개적 영향 마케팅연구" 93-120, 2003

      3 "프로스포츠 리그의 타이틀 스폰서십이 기업 마케팅 커뮤니케이션 효과에 미치는 영향" 40 (40): 487-502, 2001

      4 "프로스포츠 리그의 타이틀 스폰서십이 기업 마케팅 커뮤니케이션 효과에 미치는 영향" 40 (40): 487-502, 2001

      5 "스포츠마케팅이 소비자의 기업동일시에 미치는 영향 마케팅연구" 143-157, 1999

      6 "스포츠마케팅이 소비자의 기업동일시에 미치는 영향 마케팅연구" 143-157, 1999

      7 "What's an image? Journal of Consumer Marketing" 75-81, 1985

      8 "What's an image? Journal of Consumer Marketing" 75-81, 1985

      9 "Using motivation and team identification to predict sport fans' emotional responses to team performance Journal of Sport Behavior" 207-216, 2002

      10 "Using motivation and team identification to predict sport fans' emotional responses to team performance Journal of Sport Behavior" 207-216, 2002

      1 "플로우가 온라인게임의 애호도와 구전에 미치는 영향 브랜드매력성과 브랜드일체감의 매개적 영향 마케팅연구" 93-120, 2003

      2 "플로우가 온라인게임의 애호도와 구전에 미치는 영향 브랜드매력성과 브랜드일체감의 매개적 영향 마케팅연구" 93-120, 2003

      3 "프로스포츠 리그의 타이틀 스폰서십이 기업 마케팅 커뮤니케이션 효과에 미치는 영향" 40 (40): 487-502, 2001

      4 "프로스포츠 리그의 타이틀 스폰서십이 기업 마케팅 커뮤니케이션 효과에 미치는 영향" 40 (40): 487-502, 2001

      5 "스포츠마케팅이 소비자의 기업동일시에 미치는 영향 마케팅연구" 143-157, 1999

      6 "스포츠마케팅이 소비자의 기업동일시에 미치는 영향 마케팅연구" 143-157, 1999

      7 "What's an image? Journal of Consumer Marketing" 75-81, 1985

      8 "What's an image? Journal of Consumer Marketing" 75-81, 1985

      9 "Using motivation and team identification to predict sport fans' emotional responses to team performance Journal of Sport Behavior" 207-216, 2002

      10 "Using motivation and team identification to predict sport fans' emotional responses to team performance Journal of Sport Behavior" 207-216, 2002

      11 "Understanding the bond of identification An investigation of its correlates among art museum members Journal of Marketing" 46-57, 1995

      12 "Understanding the bond of identification An investigation of its correlates among art museum members Journal of Marketing" 46-57, 1995

      13 "The role of similarity and attractiveness in identification with a favorite sports team Advances in Consumer Research" 83-88, 1998

      14 "The role of similarity and attractiveness in identification with a favorite sports team Advances in Consumer Research" 83-88, 1998

      15 "The role of attitude toward the ad as a mediator of advertising effectiveness A test of competing explanations Journal of Marketing Research" 130-143, 1986

      16 "The role of attitude toward the ad as a mediator of advertising effectiveness A test of competing explanations Journal of Marketing Research" 130-143, 1986

      17 "The motivation scale for sport consumption A comparison of psychometric properties with other sport motivation scales Journal of Sport Behavior" 108-127, 2000

      18 "The motivation scale for sport consumption A comparison of psychometric properties with other sport motivation scales Journal of Sport Behavior" 108-127, 2000

      19 "The influence of social alliances with sports teams on intentions to purchase corporate sponsors' products Journal of Advertising" 13-24, 2000

      20 "The influence of social alliances with sports teams on intentions to purchase corporate sponsors' products Journal of Advertising" 13-24, 2000

      21 "The impact of team identification on the hostile and instrumental verbal aggression of sport spectators Journal of Social Behavior & Personality" 279-286, 1999

      22 "The impact of team identification on the hostile and instrumental verbal aggression of sport spectators Journal of Social Behavior & Personality" 279-286, 1999

      23 "The impact of sport sponsorship activities and prior use on consumer purchase intention" 96-102, 2000

      24 "The impact of sport sponsorship activities and prior use on consumer purchase intention" 96-102, 2000

      25 "The effect of promotion timing on Major League Baseball attendance" 23-34, 1999

      26 "The effect of promotion timing on Major League Baseball attendance" 23-34, 1999

      27 "Sponsorship of intercollegiate athletics The importance of image matching International Journal of Sports marketing & Sponsorship" 41-64, 2001

      28 "Sponsorship of intercollegiate athletics The importance of image matching International Journal of Sports marketing & Sponsorship" 41-64, 2001

      29 "Sponsorship and the image of the sponsor European Journal of Marketing" 31-38, 1991

      30 "Sponsorship and the image of the sponsor European Journal of Marketing" 31-38, 1991

      31 "Sociomotivational factors affecting spectator attendance at minor league hockey games" 43-56, 2001

      32 "Sociomotivational factors affecting spectator attendance at minor league hockey games" 43-56, 2001

      33 "Social identity effects in a belief-attitude-intentions hierarchy Implications for corporate sponsorship" 145-165, 2001

      34 "Social identity effects in a belief-attitude-intentions hierarchy Implications for corporate sponsorship" 145-165, 2001

      35 "Selection and socialization in public accounting firms" 459-484, 1991

      36 "Selection and socialization in public accounting firms" 459-484, 1991

      37 "Seasonal changes in spectators' identification and involvement with and evaluations of college basketball and football teams" 201-215, 1996

      38 "Seasonal changes in spectators' identification and involvement with and evaluations of college basketball and football teams" 201-215, 1996

      39 "Preliminary validation of the sport fan motivation scale" 20 : 377-396, 1995

      40 "Preliminary validation of the sport fan motivation scale" 20 : 377-396, 1995

      41 "Number one principle for sporting events seeking corporate sponsors" 27-32, 1993

      42 "Number one principle for sporting events seeking corporate sponsors" 27-32, 1993

      43 "Motivational factors influencing the behaviour of J" 1-24, 2002

      44 "Motivational factors influencing the behaviour of J" 1-24, 2002

      45 "Modeling the impact of Olympic sponsorship on corporate image Journal of Advertising Research" 22-28, 1996

      46 "Modeling the impact of Olympic sponsorship on corporate image Journal of Advertising Research" 22-28, 1996

      47 "Market prominence biases in sponsor identification" 123-143, 2001

      48 "Market prominence biases in sponsor identification" 123-143, 2001

      49 "Journal of Marketing Research" 299-312, 1999

      50 "Journal of Marketing Research" 299-312, 1999

      51 "Journal of Marketing" The company and the product 68-84, 1997

      52 "Journal of Marketing" The company and the product 68-84, 1997

      53 "Immoral or imaginative practice? Journal of Advertising Research" 77-88, 1994

      54 "Immoral or imaginative practice? Journal of Advertising Research" 77-88, 1994

      55 "Factors influencing impulse buying of sport team licensed merchandise" 151-163, 2002

      56 "Factors influencing impulse buying of sport team licensed merchandise" 151-163, 2002

      57 "Environmental factors associated with spectator attendance sport consumption behavior" 8-19, 2002

      58 "Environmental factors associated with spectator attendance sport consumption behavior" 8-19, 2002

      59 "Engaging in distancing tactics among sport fans Effects on self-esteem and emotional responses The Journal of Social Psychology" & yi (& yi): 381-392, 2002

      60 "Engaging in distancing tactics among sport fans Effects on self-esteem and emotional responses The Journal of Social Psychology" & yi (& yi): 381-392, 2002

      61 "Emotional feelings and attitudes toward advertisement The role of brand familiarity and repetition Journal of Advertising" 27-35, 1988

      62 "Emotional feelings and attitudes toward advertisement The role of brand familiarity and repetition Journal of Advertising" 27-35, 1988

      63 "Developing an understanding of brand associations in team sport Empirical evidence from consumers of professional sport Journal of Sport Management" 54-81, 2002

      64 "Developing an understanding of brand associations in team sport Empirical evidence from consumers of professional sport Journal of Sport Management" 54-81, 2002

      65 "Creating and fostering fan identification in professional sports" 15-22, 1997

      66 "Creating and fostering fan identification in professional sports" 15-22, 1997

      67 "Corporate sponsorship of a cause The role of identification in purchase intent Journal of Business Research" in press

      68 "Corporate sponsorship of a cause The role of identification in purchase intent Journal of Business Research" in press

      69 "Construct redefinition and a field application with organizational alumni" Unpublished doctoral dissertation Wayne State University 1988

      70 "Construct redefinition and a field application with organizational alumni" Unpublished doctoral dissertation Wayne State University 1988

      71 "Building brand image through event sponsorship The role of image transfer Journal of Advertising" 47-57, 1999

      72 "Building brand image through event sponsorship The role of image transfer Journal of Advertising" 47-57, 1999

      73 "Awareness of sponsorship and corporate image Journal of Advertising" 47-58, 1994

      74 "Awareness of sponsorship and corporate image Journal of Advertising" 47-58, 1994

      75 "Attributions of Highly identified sports spectators The Journal of Social Psychology" 783-792, 2001

      76 "Attributions of Highly identified sports spectators The Journal of Social Psychology" 783-792, 2001

      77 "Attitudinal effects of combined sponsorship and sponsor's prominence on basketball in Europe Journal of Advertising Research" lardi (lardi): 48-58, 2001

      78 "Attitudinal effects of combined sponsorship and sponsor's prominence on basketball in Europe Journal of Advertising Research" lardi (lardi): 48-58, 2001

      79 "Academy of Management Review" 20-39, 1989

      80 "Academy of Management Review" 20-39, 1989

      81 "Academy of Management Journal" 414-427, 1993

      82 "Academy of Management Journal" 414-427, 1993

      83 "A structural model of image-based and utilitarian decision-making processes for participant sport consumption Journal of Sport Management" 173-189, 2002

      84 "A structural model of image-based and utilitarian decision-making processes for participant sport consumption Journal of Sport Management" 173-189, 2002

      85 "A partial test of the reformulated model of organizational identification Journal of Organizational Behavior" 103-123, 1992

      86 "A partial test of the reformulated model of organizational identification Journal of Organizational Behavior" 103-123, 1992

      87 "A model of image creation and image transfer in event sponsorship" 145-158, 1997

      88 "A model of image creation and image transfer in event sponsorship" 145-158, 1997

      89 "A model of fan identification Journal of Service Marketing" 275-294, 2003

      90 "A model of fan identification Journal of Service Marketing" 275-294, 2003

      91 "A functional model of fan attendance motivations for college football" 51-60, 1996

      92 "A functional model of fan attendance motivations for college football" 51-60, 1996

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      연월일 이력구분 이력상세 등재구분
      2022 평가예정 계속평가 신청대상 (등재유지)
      2017-01-01 평가 우수등재학술지 선정 (계속평가)
      2013-01-01 평가 등재학술지 유지 (등재유지) KCI등재
      2010-01-01 평가 등재학술지 유지 (등재유지) KCI등재
      2008-01-01 평가 등재학술지 유지 (등재유지) KCI등재
      2006-01-01 평가 등재학술지 유지 (등재유지) KCI등재
      2003-01-01 평가 등재학술지 선정 (등재후보2차) KCI등재
      2002-01-01 평가 등재후보 1차 PASS (등재후보1차) KCI등재후보
      2001-01-01 평가 등재후보학술지 선정 (신규평가) KCI등재후보
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      기준연도 WOS-KCI 통합IF(2년) KCIF(2년) KCIF(3년)
      2016 1.34 1.34 1.4
      KCIF(4년) KCIF(5년) 중심성지수(3년) 즉시성지수
      1.44 1.45 1.24 0.33
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